Preference Management Video Series
When making a case for preference management, the two prongs of approach are usually A) strengthening compliance with privacy regulations and B) improving marketing ROI. Both are appealing, and both are correct, too. Preference management is a single solution that addresses both modern challenges.
While consumer trust continues to fall – nine out of ten people worry about privacy and who has access to their data, and consumers distrust both government and private companies – responsive brands are presented with an opportunity to help consumers by pro-actively protecting their privacy. Moreover, simply reducing atomic opt-outs and offering opt-down instead produces a way to grow the marketable audience.
By solving two problems with preference management, CMOS can then make more decisions based on facts provided by consumers who see a win for themselves too.